Media Project

Television has arguably had the greatest impact on today's society. We increasingly get our information and form opinions based on 30-second "sound bites" controlled by those who do not share the belief that all human life is sacred. Pro-life advocates are often portrayed as radicals out of touch with mainstream society. We have found a way to overcome this media bias.

Indiana Right to Life Educational Trust Fund is involved in a nationwide television commercial campaign project. These commercials put women in contact with pregnancy resource centers that in turn aid the women in finding resources to help them care for themselves and their baby, both before and after birth.

Since 1996 when we began airing the commercials in Indiana, abortion numbers have gone down, calls to pregnancy resource centers have increased, and polling results have shown dramatic movement to the pro-life side after the commercials aired. No other pro-life campaign in Indiana reaches as many people with as powerful and effective a message.

The commercials were carefully developed by The Caring Foundation, based on the market research of Dr. Charles Kinney, developer of the marketing strategies for Saturn, McDonald's and others. These commercials speak to women ages 18 to 44 and are compassionate, positive and professional. One of the first commercials to air runs like this:

Den

[A young woman sits by a fireplace, facing the camera.] "You know, I used to be pro-choice, and then something happened to me -- I had a baby of my own. When I was pregnant I finally realized that all this little kid was trying to do was make it, just make it, just like all of us. So I haven't figured it all out yet, but why, when I wanted the baby, it was a baby, and when I didn't, it was something else? Think about it."

A simple and powerful message. The woman is sharing her thoughts and experience. She isn't on the offensive; she is simply asking viewers to carefully consider their beliefs.

We currently run these commercials for one 13-week period each year in the Indianapolis, Evansville, Fort Wayne, South Bend and Terre Haute television viewing areas. Research has proven that for these commercials to achieve their maximum effectiveness, they need to be aired for two 13-week periods each year. Television airtime is expensive and we rely solely on the support of generous individuals. Please consider helping us to air these effective commercials. Your contribution is tax-deductible.